© 2009 IBM Corporation Smarter Commerce Abraham Geifman – Especialista de Industria Sector Retail.

Author: Óscar Vidal Vargas

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2 © 2009 IBM Corporation El mercado global de Retail creció 4.1% Históricamente  El mercado creció en CAGR un 4.1% de 2004 al 2008  El 2008 presentó una caída global Hacia el futuro  El crecimiento se acelerará a un CAGR of 4.8% del 2008 al 2013 Expectativas  Crecimiento de Internet como canal  Mayor productividad  Mayor demanda hacia productos de mayor calidad. Global Retail Industry Market value & Growth rate, by value Source : Datamonitor, Global Retailing 2

4 Indicadores del sector Retail en México

10 © 2009 IBM Corporation Sistemas Back-End ERP / CRM Mainframe Bases de datos Múltiples Catálogos Productos Servicios Esquema de Smarter Commerce 10 Bancos Proveedores Distribuidores Carriers/ 3PL Aduanas Almacenes DCs Tienda 3 Call Center Web Catálogo Tienda 1 Clientes Tienda 2 Múltiples Segmentos Consumidor Distribuidor Corporativo Múltiples Canales Tienda Catálogo / Call Center Broker Distributors / Resellers Internet Kioskos M-Commerce Múltiples Métodos de entrega Bodegas Tiendas Proveedores Cruce de andén Distribuidores Brokers Opciones de productos Configuraciones Múltiples Negocios Marcas Divisiones Unidades de negocio Adquisiciones

11 © 2009 IBM Corporation Call Center Consumidor Web Mobile Store POS & Kioscos Para un consumidor Omnipresente Redes Sociales F-Commerce Co- Shopping Códigos 3D Obtención de facturas Seguimiento y modificación de órdenes

12 © 2009 IBM Corporation At IBM we call the approach forward: Smarter Commerce Smarter Commerce combines IBM products, services, and assets into an integrated approach to help retailers put the customer at the center of their business Market Supply & Merchandise Serve Sell Creates personalized and relevant offers with seamless cross-channel interactions Drives intelligent and adaptive supply networks based on consumer demand Anticipates behavior and delivers flawless customer service across all channels Enables customers and partners to buy what they want, anytime and anywhere What value should I bring? How should I engage with them? Who is my customer? Customer

13 © 2009 IBM Corporation Entrega / Satisfacción MercadotecniaVentas Soportado por infraestructura de aplicaciones, bases de datos y Middleware de IBM WebSphere Commerce Web Portal Development e-commerce Marketing Mobile Shopping Coremetrics / EMM Analytics Segmentation Reporting Search Optimization Mobile Sterling Commerce Cross Channel Order Management Configuration Pricing Multi-vendor catalog Quoting IBM tiene un ofrecimiento sin precedentes para cubrir todo el ciclo de Smarter Commerce Sterling Commerce Distributed Order Sourcing Warehouse Management Transportation Management Supply Chain Visibility Unica / EMM Resource Mgmt Campaign Mgmt Marketing execution Performance Analysis ILOG Supply Chain Optimization Rules Visualization

14 © 2009 IBM Corporation IBM’s integrated retail portfolio for Smarter Commerce Supply & Merchandise Market Sell Serve How do I engage with them? What value should I bring? Commerce and Customer Strategy Establish vision and roadmap focused on customer experience and outcomes Innovation and Business Value Innovate business and technology model to drive value to the customer Inventory Optimization Trading Partner Enablement Network Optimization Supply Chain Visibility Logistics Management Cross-Channel Campaign/Lead Management Customer Segmentation Marketing Spend Optimization Customer Behavior Analytics Search Optimization Cross-channel Commerce Multi-Enterprise Order Mgmt Fulfillment Optimization Mobile and Social Commerce Point of Sale and Kiosk Digital Promotions/Loyalty Contextual Recommendations Inventory Visibility Contact Center Optimization Customer Self-Service Order Visibility Delivery and Install Scheduling Returns Management Operating and Organization Models Align merchandising, marketing, store operations and supply chain to engage customers Advanced Analytics and Master Data Cross-Channel Analytics | Customer Segmentation | Action Clusters | Predictive Analytics | Web and Social Analytics | Master Data Workload Optimized Systems IBM Systems, Storage and Software focused on agility, integration and automation to drive relevant business outcomes Who is my customer?

15 © 2009 IBM Corporation Un consumidor es identificado por haber visto un anuncio en línea, seleccionado por Coremetrics El consumidor entra al sitio y guarda su selección en el carrito de compras a través de WebSphere Commerce Luego llama al call center para checar el tiempo de entrega. El call center le confirma que su TV se encuentra en la sucursal más cercana lista para entrega. El consumidor visita la tienda para recoger su TV y revisa su orden via IBM Kiosk/POS El Kiosko le ofrece una garantía extendida. Utiliza su teléfono móvil para comparar precios y completar su orden El consumidor recibe promoción personalizadas para una TV a través de Unica Una transacción habitual de Smarter Commerce

17 © 2009 IBM Corporation Multiwave scheduling List generation Optimization Contact history Offers Contact history Segments Response history Logic Offer management Strategic segments Target cell spreadsheet Approvals Sizing Optimization Rules Segmentation & targeting Offer & channel assignment Output formatting Campaign validation Campaign performance Offer performance ROI analysis Response attribution Response history Ciclo de campañas

18 © 2009 IBM Corporation Facilitates collaboration and cross-channel planning, design, execution, and measurement. Operations Awareness Decisioning Execution Productos de Enterprise Marketing Management

19 © 2011 IBM Corporation Bringing Science to the Art of Marketing 19 Visión funcional 19 X-sell Info Real-time Best Offers and Data Session Data and Requests Call Center Stores Triggered Email Website

20 © 2011 IBM Corporation Bringing Science to the Art of Marketing 20 Unica Optimization 1.Design and run individual campaigns to generate proposed contacts 2.Run the optimization session, review the results & adjust if necessary 3.Trigger campaign completion to use optimized contacts OPTIMIZED Contacts Customer ID Campaign ID Channel ID Offer ID Date CAMPAIGNS PROPOSED Contacts Unica CampaignUnica Optimize CONTACT History OTHER Data CONSTRAINTSBUSINESS Rules Unica Optimize

26 © 2009 IBM Corporation Interaction Management Configurable Business Processes Tooling and Foundation Contracts & Relationships  Roles & Member Mgmt  Business Policies  Contracts & Entitlements Globalization  Multiple languages & currencies  Regulations  Multi-national Sites Personalization  Segmentation  Promotions  Targeting Catalog & Content  Content Aggregation  e-Spots  Sales Catalogs  Product Info Mgmt Precision Marketing  Triggers and Actions  Dialog activity  Promotions, Discounts, Coupons  A/B Testing  Affiliate Marketing  E-mail campaigns Merchandising  Search & Guided Search  Up-sell, cross-sell, bundles  Awards & Points  Gift Center  Auctions Assisted Interactions  Sales Center  RFQ & Price Negotiation  Collaboration Order Management  Order Capture  Order & Inv. Processing  Approval Workflow  Cross-Channel Order Mgmt  Pricing and Payments Extended Sites  Multiple Sites Business User Tooling  Management Center  Workflow & Workspaces Developer Tooling  Rational App. Developer (RAD) Foundation  WAS v7  DB2  Lotus  Tivoli WebSphere Commerce Brand Experience Direct channels  Cross-channel optimization  Web stores  Mobile store  Sales Center  Kiosk  Gift registry  POS support Extended channels  Social integration  Ratings & reviews  Remote widgets  Affiliates  Partners  Comparison shopping

28 © 2009 IBM Corporation Tienda Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Pickup I nvestigar productos Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Recoger producto I nvestigar productos Móvil Hacer pedido Checar Status Cancelar Orden Programar entrega Cambiar pedido Recoger producto I nvestigar productos Web Devolución Call Center Hacer pedido Checar Status Cancelar Orden Devolución Programar entrega Cambiar pedido Recoger producto I nvestigar productos 28 Es posible satisfacer la demanda de manera múltiple

29 © 2009 IBM Corporation Sterling Order Management como plataforma para los sistemas complejos de venta y satisfacción Canales Transportación Gestión de almacenes Visibilidad de la cadena de suministro Reposición de Inventarios Sterling Order Management Reglas de negocio para suministro Sincronización de Inventarios Colaboración Operación de logística Punto de venta Captura de órdenes Validación de pagos

© 2009 IBM Corporation Smarter Commerce Abraham Geifman – Especialista de Industria Sector Retail.

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